“Frontloading” is any practice that puts a premium on the very beginning of something. This is particularly important in advertising, and even more important when the obsolescence of a product is a major factor. In all cases, it is about increasing the importance of a good start and building later momentum.

Concepts

Frontloading creates an ad campaign that can either anticipate a product or coincide with its release. Timing is its main focus. An ad agency must have all its materials in the various media before the product is released. When it is released, or just before, the ads can then saturate the airwaves. It builds a demand for a product so as to maximize its initial sales. News reports about a new product “selling out” at a rapid pace can increase sales down the road.

The Music Industry

The music industry uses frontloading daily. If a legendary performer, such as Eric Clapton or Jimmy Page, is releasing a new album, building anticipation is crucial. This was unsuccessfully done in 1994 for Boston's “Walk On” album. When punk rocker Joey Ramone was diagnosed with cancer in 2000 and died in 2001, the 2002 release of his only solo album was maximally frontloaded. At the time of publication, rumors of Ozzy Osbourne reuniting with Black Sabbath are frontloading any possible new album from that group.

Benefits

A frontloaded ad campaign can anticipate the release of a new product. This is sometimes referred to as “building a buzz." The focus here is to build up public expectation and anticipation of a product such that it sells out rapidly. This then gives the impression that a phenomenon has been released. If expectations are high, it might also give retailers the excuse to raise prices as demand increases. In short, the frontloaded ad is more about creating public hype rather than simply promoting a product. The more hype, the higher the prices. In areas like record sales, much of the profit and sales are realized early, with sales trailing off as the months go by.

Problems

The timing for frontloading must be perfect. If it is not, the buzz can die down prematurely, leading the new product to make little impact when released. A consumer's attention span is low, especially in areas like music, and the buzz must be timed to perfectly coincide with the release, or anticipate it by a brief span of time. Consumers can forget about a product before it is even released if the campaign is timed too early.

About the Author

Walter Johnson has more than 20 years experience as a professional writer. After serving in the United Stated Marine Corps for several years, he received his doctorate in history from the University of Nebraska. Focused on economic topics, Johnson reads Russian and has published in journals such as “The Salisbury Review,” "The Constantian" and “The Social Justice Review."